A new approach
to valuing water

Founder & CEO 

Alex Money

Alex's background includes ten years working as an emerging markets investment manager and a further fifteen years as a serial entrepreneur and academic. He holds a master’s degree with distinction in water science, policy and management; and a doctorate in water risk, both from the University of Oxford. Alex is also part-time faculty at Oxford’s Smith School of Enterprise and the Environment, where his interests focus on investment for sustainable development.

In addition, he is Chair of Trustees of the Uptime Catalyst Facility, a registered UK charity that provides results-based funding to maintain rural water services in developing countries. Alex’s interest in water security was originally sparked while growing up in Zambia, where his family is still based. When not at work, he can sometimes be found near (and occasionally, unfortunately in) the reservoirs, lakes, and rivers around Oxford; courtesy of his excitable cocker spaniel. 

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Product Lead

George Carew-Jones

George is responsible for the strategic development of our water data and insight products. Before joining Watermarq, he was a senior consultant at a low-carbon consultancy where he helped to manage novel green technology deployment projects across the UK and EU. He loves exploring how novel technology can enable sustainable transitions, and George's favourite part of his job is integrating the multiple growing needs of our clients into our water product development pathway.

George holds a first class bachelor’s in geography and a master’s degree in environmental governance from the University of Oxford, and is also a part time research associate at the University’s Smith School of Enterprise and Environment. Outside of work he will be found either on the touch rugby pitch or pretending to be a food critic across various Oxford and London restaurants.

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Innovation Lead

Bethan Adams

Bethan’s interests and experience are in fostering innovation to tackle sustainable development challenges. As Watermarq’s Innovation Lead, she is responsible for consulting with end users, tracking technological developments, and exploring opportunities to enhance our positive impact on water security.

Prior to joining Watermarq in June 2023, Bethan worked at a net-zero consultancy designing innovation programmes for large organisations, consulting on key areas such as water waste, energy, biodiversity, and the circular economy. She has also co-authored research papers on net-zero policy, and has led multiple volunteering and non-profit projects relating to homelessness, food poverty, and environmental campaigns. Bethan holds a first class degree in Geography from the University of Oxford, where she built her knowledge of sustainable development and finance. Outside of work, you can usually find her in the gym studying towards her Personal Trainer qualification!

Geospatial Lead

Sara Pruckner 

Sara is Watermarq’s Geospatial Lead, developing novel spatial analyses to assess water risk. Her career to date focuses on enabling sustainable, data-driven decisions, by providing geospatial insights to policymakers and corporations.

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Before joining Watermarq, Sara was a Senior Environmental Modeller at Risilience, where she led the development of a new natural capital risk assessment platform for private sector clients. Prior to that, she was a Data Scientist at the United Nations Environment Programme World Conservation Monitoring Centre (UNEP-WCMC), where she managed the centre’s marine biodiversity data initiative Ocean+, and other data science conservation projects. She holds an MSc in Environmental Sciences, Policy and Management from Central European University, and a BSc in Natural Resource Management from the University of Life Sciences, Vienna. 

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In her free time, Sara likes to perform improvised comedy with the Cambridge Impronauts.

Geospatial Analyst 

Adriana Calderón 

Adriana Calderon is a GIS specialist who uses geospatial technologies to develop solutions for water-related challenges. She has extensive experience in hydrology, climate change, and the application of GIS to understand patterns in climatic changes and freshwater dynamics.

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Previously, Adriana worked at the World Meteorological Organization, where she played a crucial role in supporting international projects aimed at enhancing countries' capacity to assess hydrological conditions and improve the accuracy of localised hydrological forecasting.

Adriana graduated with an MSc in River Basin Dynamics and GIS from the University of Leeds and joined Watermarq in September 2023. Outside of work, Adriana enjoys reading about politics in Panama. She also has a keen interest in cartography and map-making and is currently on a journey to learn the Greek language.

Basin Specialist (Zambezi)

Lubasi Limweta 

In his role as a Basin Specialist, Lubasi will provide a localised context of the water security situation, demand and supply dynamics in the Zambezi basin, providing local and indigenous knowledge as well as engaging different key stakeholders drawing from his three years of experience in Zambia’s water sector.

Before pursuing his academic journey at Oxford, he was in charge of Zambia’s second-largest city/district, Kitwe, as a District Water Development Officer in the Ministry of Water Development and Sanitation. While there, he worked with different stakeholders to ensure water security as well as providing policy guidance to both local communities and the government. He holds a first class Bachelors of Engineering in Environmental Engineering from the Copperbelt University, a Masters in Water Science, Policy, and Management from the University of Oxford (where he is a Rhodes Scholar) and is currently pursuing a PhD.
His interests are in the use of geospatial technology for water security studies with a focus on groundwater security. Outside of work, Lubasi enjoys travelling to new places.